Email Marketing 101: Build a Following & Grow Your Biz

You’ve spent hours crafting a beautiful website for your business—but the truly tricky part is getting people to actually see it! It takes time to develop SEO and rank on Google searches. Fortunately, there’s a way to jumpstart your business following and get your name out there (which will help boost your SEO!). It’s as easy as email marketing.

Use Email Marketing to Connect with Your Clients

a young woman excitedly reading her emails

Email marketing is a strategy designed around sending emails that promote clicks and ultimately convert leads into long-term clients. To do this, you must connect with readers and drive them to your site—and your business. When done right, email marketing can be quite successful. Do it wrong, however, and you’ll just be another overlooked piece of junk mail cluttering up your leads’ trash cans—and you definitely don’t want that!

Here are some strategies for making email marketing work for you and your business.

Start gathering clients from day one

a woman signing up for an email newsletter

First things first: building a contact list. There are a lot of ways to do this (the plethora of newsletters, ads, updates, and junk emails we all get is the proof). Ultimately, you want a lead to give you their email address—usually in exchange for something that you give them.

Many companies accomplish lead acquisition by giving something away for free (free shipping, free gift, 25% off, etc.). Others offer information or advice (5 tips for… your free guide to…). Some other common signup incentives are free downloads, new releases or product updates, and informational newsletters.

Use an email service provider

setting up an email newsletter

Next: figuring out how you’ll get your emails out (and make them look good). An easy way to do this is with an email service provider like Mailchimp or Constant Contact. These enable you to create attractive, eye-catching, and easy-to-read templates you can customize with your content. They also make it easy to keep your contacts organized.

Many website content management systems also provide their own email service. Some are more user-friendly, while others offer more customizability for the tech-savvy. Depending on how your site is set up, it may be easier to use the service built into your CRM, or it might benefit you to look into outside email service providers.

Not sure which route is best for you? We’d love to give you some advice. Just shoot us an email!

Set expectations… and stick to them

scheduling out emails to clients

Establishing that email base might seem like the tricky part, but it’s actually just the beginning. Signups are easy. Getting people to actually open and read your emails, and follow any included links—that’s the real challenge. But it’s totally doable.

Start by sending out an auto reply (most email service providers offer this option) when a reader first signs up. Introduce yourself, thank them for signing up, and set some expectations. How often will you send out emails? What kind of content can they expect? Are there ways to get more information?

Once you establish those expectations, it’s important to follow through. If you offered one newsletter a week, don’t send an email every day. Don’t skimp and only send out one a month. And don’t litter would-be clients’ inboxes with product pitches or promotions.

Hook readers with a great subject line

a woman looking at her computer

So, you’ve got your database and you’ve got an idea of what you’ll be sending. But what do you actually put into each individual email to get readers to, you know, read? First and foremost, you need a great subject line. How many times have you been about to delete an email when—that subject line just pulls you in? Catchy yet informative subject lines are the key to getting recipients to open your emails.

Misleading or click-bait headlines, however, are a surefire way to lose leads. Make sure your headline, while compelling, doesn’t misinform the reader. This may be a good way to get clicks, but it’s also a great way to establish mistrust or frustration, which could in turn earn you an unsubscribe.

Bulk up your email with engaging content, but keep it concise

a man checking his email on his phone

Once your reader opens your email, reward them with good information. Keep it concise and punchy if you can. Ultimately, you want to draw that reader back to your site with links and calls to action. Provide some free information or advice, or maybe a fun message, then tell them to visit your site, read your blog, or contact you for more. This is a great way to connect with readers and build traffic to your site.

There are a lot of ways to send out engaging content to your contacts. A newsletter can help you balance information with more fun elements while scattering in links, CTAs, and product promotion. For something a little shorter, an email blast or blurb is a great way to highlight a blog or content page, urging readers to click to read more.

Put yourself in your readers’ shoes

a woman thinking and writing in a notebook

Ultimately, think about what you might read from a business like yours. Pay attention to the emails in your inbox. Which do you open? Which are automatically deleted? Which do you actually read? Do you click on links within individual emails? Why? Studying your own habits can provide a lot of insight for working on the other side of the message!

Feeling a Little Overwhelmed by Email Marketing?

We get it—marketing isn’t for everybody. You’re already busy running a business, so who’s got time to worry about compelling content and catchy headlines? Definitely not you! If that’s your story, we hear you, and we’re here to help. Contact Corridor Consulting today to learn more about how we can help you get the ball rolling on some email marketing—and ultimately build your business.